Franchise Innovation Awards 2025 | Dickey’s Barbecue Pit
In the heart of Dallas, Texas, where the scent of slow-smoked brisket fills the air, Laura Rea Dickey stands at the helm of Dickey’s Barbecue Restaurants, Inc., the world’s largest barbecue franchise. With a legacy dating back to 1941, the brand has evolved from a modest one-room joint to a global powerhouse with 376 Dickey’s Barbecue Pit locations, and over 866 restaurants across eight distinct concepts in the U.S. and internationally. Yet, under Laura’s leadership, Dickey’s has become more than just a barbecue chain—it has transformed into a tech-savvy, community-focused, and purpose-driven enterprise.
“We speak barbecue,” she says with a smile, referencing the company’s tagline. “But we also speak data, hospitality, and growth.”
From Marketing Maven to CEO
From Wheatland, Wyoming, Laura began her career in marketing, working with renowned hospitality brands like W Hotels and Chick-fil-A. It was during a visit to Dallas that she met Roland Dickey Jr., the grandson of founder Travis Dickey. A promise to try Dickey’s Barbecue Pit led to a deeper connection, both personally and professionally.
Initially brought on as a consultant, Laura quickly recognized the untapped potential of integrating technology into the family business. “In the restaurant business, it used to be that if you had great food and very good marketing, you could be outstanding,” she reflects. “Now, I believe you also have to have outstanding technology to be competitive, to maintain your edge.”
Her insights led to the development of “Smoke Stack,” a proprietary data system that synthesizes information from point-of-sale systems, marketing promotions, loyalty programs, customer surveys, and inventory systems. This innovation not only streamlined operations but also garnered attention from industry giants like Forbes and The Wall Street Journal.
In 2017, after eight years as Chief Information Officer, Laura ascended to the role of CEO. Her promotion marked a pivotal moment for Dickey’s, signaling a commitment to modernize without compromising the brand’s rich heritage.
Evolving with Purpose
Under Laura’s stewardship, Dickey’s has embraced its motto: “Evolve or Fail.” This philosophy drives the company’s approach to innovation, customer engagement, and community involvement. “We believe in evolving, but we also believe in staying true to who we are,” she asserts. “Our purpose is to create moments of comfort and connection for every guest we serve.”
The brand’s commitment to authenticity is evident in its operations. Each restaurant features an open kitchen design, allowing guests to witness the art of slow-smoking meats firsthand. Additionally, certified pitmasters undergo rigorous training in Dallas before they can operate a Dickey’s establishment, ensuring consistency and quality across all locations. “We’re Texas barbecue first—slow-smoked, no shortcuts,” Dickey says. “But we’re also everywhere: airports, convenience stores, even military bases. Great barbecue shouldn’t be hard to find.”
Technology as a Growth Engine
In an industry often resistant to change, Dickey’s has positioned itself as a leader in technological innovation. The development of Spark Hospitality, a comprehensive platform encompassing point-of-sale systems, inventory management, training modules, and marketing tools, exemplifies this forward-thinking approach. “Technology will do more of the heavy lifting—forecasting, scheduling, inventory management—so owners can focus on people and product,” Laura explains.
This emphasis on technology has proven instrumental in navigating challenges such as labor shortages and rising operational costs. By leveraging real-time analytics and AI-driven insights, franchisees can optimize labor scheduling, manage food costs, and streamline operations, thereby enhancing profitability and operational efficiency.
"We speak barbecue. But we also speak data, hospitality, and growth."
Community and Social Responsibility
Beyond business metrics, Laura emphasizes the importance of social responsibility. “Doing good is good business,” she affirms. Dickey’s has actively engaged in charitable initiatives through the Dickey Foundation, supporting local communities and first responders. This commitment to social impact resonates with guests and franchisees alike, fostering a sense of purpose and connection.
Sustainability is also a priority. The company has implemented eco-friendly practices, including sustainable packaging, energy-efficient operations, and efforts to minimize food waste. These initiatives align with the growing consumer demand for brands that prioritize environmental stewardship.
The Future of Barbecue
Looking ahead, Laura envisions a future where Dickey’s continues to blend tradition with innovation. “We’re scaling internationally, investing in non-traditional growth, and doubling down on digital engagement,” she reveals. However, the core values remain unchanged: “At our core, we’re staying true to the pit—real smoke, real people, and real barbecue.”
As consumer preferences evolve, Dickey’s remains agile, adapting to trends such as off-premise dining, loyalty gamification, and experiential dining. By integrating technology with high-touch hospitality, the brand aims to meet the demands of today’s convenience-driven, flavor-focused consumers.
Setting new Standards
Laura Rea Dickey’s leadership exemplifies the balance between honoring tradition and embracing innovation. Under her guidance, Dickey’s Barbecue Restaurants has not only preserved its legacy but has also set new standards in the fast-casual dining industry. Through a commitment to quality, technology, community, and purpose, Laura has ensured that Dickey’s remains a beloved brand for generations to come. As she aptly states, “If you do that well, then you can be successful.”
In a world where authenticity and innovation often seem at odds, Laura Rea Dickey has demonstrated that they can coexist harmoniously, leading Dickey’s Barbecue Restaurants into a future that honors its past while embracing the opportunities of tomorrow.
Amidst difficult times
In the early years of franchising, WBU was not as focused on bringing in candidates who were focused on building a business enterprise and allowed a lot of variability in the customer experience from store to store. As the franchise has grown, the retail landscape has become more complex. The franchise realized they needed candidates who are passionate about birds, bird-feeding, and nature but also passionate about running a sustainable business. Paul’s advice to those who want to join WBU is that they need to do their research on franchising and the retail environment.
The franchise wants potential franchisees to have as much knowledge as possible about owning a business and the hobby of bird feeding. It gives them peace of mind knowing they are ready and certain that joining WBU is the best decision for them and their family. Paul emphasizes that managing a business and being an entrepreneur are challenging jobs and that people should be aware of the amount of work and energy required to operate a retail store.
Going forward
As with all businesses, Covid was a total disruptor. During the Covid era, WBU was able to shine brightly and had significant growth in sales. This is because people were spending a lot of time in their backyards, and feeding birds was one of the main ways that people found happiness during these trying times. The range of generations involved in the activity also experienced a notable increase. Feeding birds can be a great way to reduce stress, and stress affected all generations during the Covid-19 pandemic. As a result, this has driven a younger age group to its stores and sparked their interest in the hobby.
In addition, to sustain and grow in the franchising industry, WBU is always looking for the best products, technology, and support for its franchisees that help them run their stores more efficiently and provide the best experience to their customers.
